PHOTOS: Heidi Klum Is Back As The Face Of The New Jordache
She’s still got it, y’all!
Heidi Klum is starring in the biggest ad campaign ever launched by Jordache, the designer denim brand that was super popular a few decades ago but is now somewhat defunct (i.e. relegated to Wal-Mart shelves). Klum starred in some racy ads for the label in 2007 when its rebranding efforts were just getting off the ground, and is now back to reprise her role, WWD reports. She also did a capsule collection for the brand back in 2008.
With this campaign, the brand’s advertising will have both print and television components for the first time in 20 years. Jordache returned to television in 2011 with a commercial featuring Katrina Bowden of 30 Rock, but it was a total flop. That clip went with the walk-down-memory-lane approach by featuring Jordache jeans from the ’70s to today, but that idea has been thrown out in favor of something less literal — Klum will be in a modern environment dancing to a ’70s-inspired song.
It sounds like these ads might be just what the brand needs to breathe some new life into it. The commercials were choreographed by Mia Michaels, who you may know from So You Think You Can Dance, and the images will appear in glossies like InStyle and Cosmopolitan. The brand’s end goal is to open its own retail locations, as plans are currently being made for Jordache storefronts. If all goes well, there may be a new (old?) trendy denim brand in town!
Check out the slideshow of the current campaign and the ones Klum shot for the brand in 2007 and in 2008 for her capsule collection. Then tell us whether you would slip into a pair of Jordache jeans.